Pixels with faces
A CalArts study, 2022
Built for creatives
Ten parts, ten feelings
Every box, chip and card
Pixels with faces
A CalArts study, 2022
Built for creatives
Ten parts, ten feelings
Every box, chip and card
Pixels with faces
A CalArts study, 2022
Built for creatives
Ten parts, ten feelings
Every box, chip and card
Pixels with faces
A CalArts study, 2022
Built for creatives
Ten parts, ten feelings
Every box, chip and card
Spec sheet
A chip maker for the people who make things.
Pixel Being takes on Intel, NVIDIA and AMD, but not on their terms. It builds parts for creatives, where every pixel has a soul.
A CalArts graphic design study, 2022. The brief: take a new brand into a crowded market and stand apart.
Teardown
Every PC brand is talking to two people.
The gamer, or the IT department. Part makers and laptop brands alike pick one and dress for it.
Nobody is dressing for the people who edit, draw, compose and design on these machines all day.
Teardown
The old guard all ship the same box.
Blue, red, green or brown, it’s the same box underneath: a serial number and a spec line.
Those numbers only mean something to people who already know what to look for. The average buyer never finds out how jumbled the name in their hands is.
The branding works because these companies have been around for decades, not because it speaks to anyone.
Wiring
You’re as good as your values, the pixel doesn’t lie.
The brainstorm to bring Pixel Being to life. The values I hold dear, reflected in what I would like it to look like.
vs what it pushed against
Power on
So, give the pixel a pulse.
The name works twice.
Pixel, as in the machine
smallest unit
→
every screen
→
everything you make
A part maker that starts where creatives do, with the pixel everything they make ends up as.
Being, as in alive
give it a face
→
give it feelings
→
give it a soul
Don’t get lost in the specs. Not every part has to be a serial number, some should have a soul.
Creating
A custom type, drawn on the grid.
The logotype had to look like it came off a screen: technical, simple, and readable for anyone, not just the people who know their specs.
Creating
One pixel, up close.
Look close enough at any screen and a pixel splits into tiny lights. The mark is that pixel: red, green and blue in the proportions of a real one, and yellow for the light they make together.
Creating
Bright, not black.
Most PC brands lean on black, with one brand colour on top. Pixel Being picked four, one for each light in a pixel, and a navy to write with.
Exporting
Every pixel is a character.
A spec sheet doesn’t have to be faceless. Fourteen pixels, each with a mood of its own. A few squares each, so they read at any size.
Exporting
Back to aisle 9.
The empty shelf, now stocked. Ten parts, each named after how it makes you feel, so you don’t need to know what an i9 is.
The payoff
Out of the box, onto the street.
The campaign took the faces off the packaging and put them on billboards, shopfronts and the building itself. Then every part got its own close-up, and all nine boxes one wall.
reach out
Always up for a good conversation about products, brands, or an idea that needs making. Based in Bengaluru.